Goal: Learn how agencies and brand strategists structure ideas, campaigns, and positioning.

<aside> 📌

How to use this resource for yourself: (you can delete this block after reading)

• Step 1: Duplicate template
• Step 2: Fill in your answers
• Step 3: Export as PDF / Copy to Docs </aside>

<aside> 📌

Brand audit is the gateway drug to strategy thinking.

It’s what every brand strategist secretly uses to sound like they just “intuitively understand” brands (spoiler: it’s structured magic, not intuition).

</aside>

<aside> 📌

Experiment:

</aside>

<aside> 📌

What Happens When You Do This Regularly:

</aside>

What a “Brand Audit” actually is

It’s basically a mini diagnostic of how a brand shows up in the world: what it says, how it behaves, how it makes people feel, and whether all of that lines up. In human terms: It’s you asking:

“Who does this brand think it is? Who does it act like? And who do people believe it is?”

The gap between those three = your insight goldmine.

Welcome to the good stuff.

The Anatomy of a Simple Brand Audit

Let’s start with a light 5-part structure, short, doable, and powerful:

1. Brand Identity: Who are they (officially)?

<aside> 💡

Tip: Copy a few lines of their actual text (about page, tagline, etc.). It’ll help you “hear” their self-image.

</aside>

2. Brand Behavior: How do they show up?

<aside> 💡

Tip: Take screenshots and note patterns. (“Every post starts with ‘We’re excited to announce…’ = corporate tone.”)

</aside>

3. Audience & Emotion: Who are they for, really?

<aside> 🔥

Trick: Scroll comments. That’s raw emotion: “I love how this brand…” or “ugh they used to be good.”

</aside>

4. Competitive Context: Who are they up against?

<aside> 💡

Tip: This is where you start developing your strategic POV.

</aside>